Travel & Tourism

Cruises, hotels, resorts, amusement parks, recreational, travel tours, travel websites and booking services, etc.

2010 BRONZE

'Smart.'

We were tasked with driving sales in a declining, homogenous category filled with silly, gimmicky advertising. We stood out by being Smart, a key driver of differentiation and one that was underleveraged in the category. With a never-before-seen loyalty program, a call center that actually wants to help (unlike competitors), and a claymated, charismatic character, we developed a unique campaign that showed up everywhere travel was top-of-mind. The results - We increased traffic by 26%, transactions by 36%, and grew market share, loyalty, preference, awareness and appeal. Smart? So smart.

Brand: Hotels.com
Client: Hotels.com
Agency: Young & Rubicam Chicago
Language: English

2009 SILVER

Fill The Plane

Unique and ownable travel promotions are rare. To break through the clutter, Orbitz needed to find a way to hold true to its positioning of innovation while generating consumer engagement and buzz. Social networks were used because they bring people together. This campaign energized consumers to invite friends to join their virtual plane for a race to the finish. The first group to fill its plane won a trip for all 300 people. The promotion broke through the clutter within the first 24 hours with buzz and consumer excitement.

Brand: Orbitz
Client: Orbitz
Agency: GMR Marketing
Language: English

2008 SILVER

Relearn to Drive

BMW's Relearn To Drive campaign is an unbranded campaign launched to promote the Performance Driving School, which features two miles of pristine track, a team of professional driving instructors and a stocked fleet of BMWs. The campaign asks "Who Taught You How to Drive?" and is focused on the idea that, most likely, whoever taught you how to drive wasnt remotely qualified. The BMW Performance Driving School is designed to undo your driving past and help you rediscover the joy of driving.

Brand: BMW
Client: BMW of North America, Inc.
Agency: GSD&M's Idea City
Language: English

FINALISTS

Tourism Australia The Off Season

Gol Linhas Aéreas ¡Gracias por la propaganda!

Louvre Abu Dhabi Personalised Impressionism